In the Good Olde Days, marketing spent a lot of time and money building the brand and perfecting the Four Ps: Product, Price, Place, and Promotion. Inbound leads were mostly tossed over the wall to sales, who mostly ignored them because they didn’t know where the lead came from or how “hot” that lead was to buy. Sales teams continued to focus on their own cold-calling and prospecting efforts, since they were the ones held accountable for production numbers; marketing efforts remained nebulous and difficult to quantify.
That was then. Today, the wall between sales and marketing is crumbling, thanks to the introduction of marketing automation and other technologies, creating a new fluidity between the two teams. Pundits have joked that “marketing is the new sales”, referring to the fact that much of what we used to call “prospecting” is now done online by the marketing department. Marketing has become measurable — and therefore accountable. Business success is now tremendously dependent on the shared goals and close alignment of marketing and sales.
Join the conversation and attend “Is Marketing the New Sales? Or Is Sales the New Marketing?”, an American Marketing Association webinar. Industry expert and Director of Demand Gen at Act-On Software, Janelle Johnson, will lead this timely discussion on Tuesday, July 9. Key takeaways include:
- How to track the buyer as they move through the funnel
- Structuring complementary roles for sales and marketing
- Developing a framework for continuous customer-centric engagement
- Changes and growth spurred by technology
- …and much more
In today’s world, sales and marketing must achieve alignment and work together to reach the pinnacle of success. Learn how to make it happen in—
Is Marketing the New Sales? Or, Is Sales the New Marketing?
July 9, 2013 | 10:00 AM PT / 12:00 PM CT/ 1:00 PM ET
This AMA webinar is sponsored by Act-On